1. PUTTING PEOPLE
BACK INTO
RESEARCH
What role will voice and video play in
Marketing Research?
The Quirk’s Event
Brooklyn
February 24, 2016

2. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
VIDEO SHARING IS GROWING
• Cisco predicts that worldwide video sharing will double in three
years. 500 million people watch videos on Facebook each day.
• In our research, we found that while text messages were still the
preferred way to communicate on social media, that among men
video has edged higher:
Video 29% 17%
Image 28% 44%
Text 42% 40%
What is your favorite type of social media content?
Dec. 2015 1000 completes US Lightspeed GMI Survey

3. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
WHAT IS VIDEO RESEARCH?
REAL TIME
1on1 Interviews Focus Groups
Qual Boards
MODERATED SELF-
COMPLETION
Discussion Forums
Video Open-ends
ASYNCHRONOUS

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SOME QUESTIONS TO PONDER….
TEN YEARS AGO WE HEARD:
Online research is not representative
FIVE YEARS AGO WE HEARD:
Online research can only be done
on a computer
TODAY MOST PEOPLE ASSUME:
Online research requires typing
Open end questions are less important than closed end
Marketing Research is about survey taking

5. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
CAPI F2F
PAPI
CATI:RDD CASI
Mail Panel
CLT CAWI
Focus Group
Internet Cafe
Diary
Mobile App
Discussion Forum
Communities
Audio and video capture have the potential to fix one key limitation of online
research (CAWI), poor quality open ends.

6. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
SURVEYS ARE CHANGING…
• They are getting shorter (slowly!)
• They are increasingly completed on a mobile device
Survey design guidelines typically say: Limit open-ended questions,
particularly for mobile.
◦ Mobile respondents write about 20% less than computer respondents in
open ended questions
◦ Should we seek to phase out open-ended questions?
• No, enable the use of V2T and video instead.

7. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
OPEN END WORD COUNTS
ARE LOW ON A MOBILE DEVICE
0
1
2
3
4
5
6
7
8
Mobile Computer
TEXT
Lightspeed GMI study Dec. 2015 USA

8. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
WILLINGNESS TO DO VIDEO
SIMILAR TO GEO-LOCATION
• We are confident that willingness to provide video will increase over time
and that obtaining sample will not be an issue.
• In our tests, respondents expect higher incentives to provide video and
higher incentives increased collaboration by 10 points.
• Of concern, we found personality trait
differences among those willing to make a video:
Those who scored in the top 25% on the
Extrovert scale, 36% said “yes definitely”
they would make a video.
Those who scored in the bottom 25% on the
Extrovert scale, only 9% indicated “yes, definitely”
they would make a video.

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HOW WILLING ARE RESPONDENTS
TO PROVIDE VIDEO?
0
10
20
30
40
50
60
USA Hong Kong Singapore China
% WILLING TO DO VIDEO
Lightspeed GMI study December 2016

10. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
My personal life should
not be shared on video
as well as my immediate
family that might be with
me
WHY RESPONDENTS DID NOT WANT TO SHARE A
VIDEO
I do not feel
comfortable
making a video for
everyone to see
I don't want people
seeing my face and I
don't really trust
technology
I don't wish
to be
watched
I do not share
any videos on
the internet
I like my
privacy
I just don't trust
the video
getting out, I
don’t think it’s
secure
I don't like being
video taped

11. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
I don't usually agree but
I found the survey
interesting and I love to
plug my favorite local
eateries.
WHY RESPONDENTS WERE WILLING TO SHARE A
VIDEO
I think you can get a better idea
from verbal communication, rather
than set answers to questions that
are prepared. You get a more
personalized point of view.
I consider myself a foodie, so
I'm fine to share my opinions. I
also was compelled by the
higher reward for submitting a
video.
To help make
eating out more
pleasant.

12. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
SOME KEY TECHNOLOGY PROVIDERS
IN THE VIDEO RESEARCH MARKET:
TYPICAL FEATURES:
• In-survey data capture
• Video editing
• Video Collage creation
• Filtering of videos based upon content, qualifying criteria or demos
• Storage of videos and video analytic tools

13. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Content
Value
Analytical Effort
Automation will reduce the analytic effort
required to derive value from video content
Some of the features available
for video analysis: Machine
translation, automated background
coding, crowdsourced translation,
keyword coding, facial recognition
and sentiment analysis

14. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
VIDEO RESEARCH
WILL WORK ON BOTH COMPUTER AND MOBILE.
QUALITATIV
E
QUANTITATIV
E
COMPUTER
MOBILE DEVICE
Ad Hoc Quant
Trackers
Ethnography
In the Moment
Research
Geo-location
Discussion
Forums
Voice of the
Consumer
Diary
Studies
Online Focus Groups

15. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
VIDEO PROVIDES RICHER CONTENT
BOTH IN TERMS OF WORD COUNT AND THEMES
22
93
0
20
40
60
80
100
Text Video
Average Word count
When we compare three open end questions to one video open end, we still
get more than four times as many words

16. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
A VIDEO CAN REPLACE THREE OPEN
ENDS
• The approach to questions is different on video than via text. With
text questions, it is best to ask simple questions. With video, it is
better to roll together several questions in a logical order. Best to
limit the videos from an individual to one or two.
• Typically a video will last about 10 to
30 seconds. Videos longer than a
minute will take some time to upload.
• With open ended questions, you
want to avoid the one word answer,
similar with video questions, you
need to direct respondents to
elaborate on their opinions.

17. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Quantitative
Research
Qualitative
Research
Open-ended
Dynamic Input
Closed-end
Static Input
2016
2016
2020

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WHERE WERE YOU WHEN YOU COMPLETED THIS
SURVEY?
88%
7%
1%
1% 2%
Location
At Home
At Work
On Public Transport
Waiting for Someone
Someplace Else
UK survey 1,000 completes on mobile devices June 2015

19. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
60% OF RESPONDENTS WERE ENGAGED IN
ANOTHER ACTIVITY WHILE COMPLETING THE
SURVEY
40%
37%
4%
8%
2%
6%
3%
Nothing Else
Watching TV
Reading or Studying
Eating or Drinking
Playing an Online Game or
App
Surfing the Internet on
Different Device
Surfing the Internet on Same
Device
UK survey 1,000 completes on mobile devices June 2015

20. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
ASSESSMENT OF WAYS TO OBTAIN
DATA?
Within ten years, commercial application of Natural Language
Understanding will be widespread. In time, research surveys will
once again be a conversation, but in the future it will be humans
conversing with machines.
METHOD CONCERNS
Interviewer assisted Potential Interviewer Bias
Self completion Difficult to probe
Guided self completion using A.I. Complex Development

21. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
• Video is gaining as a way to communicate
and consume media and we will see increased
usage of video in research.
• We expect that about 25% of respondents
today would be willing to provide a video,
although higher incentives will be required.
• We believe that short videos will become a standard component of
surveys for a portion of the respondents. These videos will be used
to add color and new insights to the traditional data sources.
• New tools to manage video content will enable video processing
much like other data types.
• Quantitative research will benefit from the addition of this rich new
data source.
SUMMARY

22. Copyright © 2016 Lightspeed, LLC. Proprietary and Confidential. All rights reserved.
Frank Kelly
Senior Vice President of Strategy & Global Marketing
Fkelly@lightspeedresearch.com
www.lightspeedgmi.com
CONTACT US